Beyond social exchange theory: Attitudes Toward Tourists

Although social exchange theory has been used to predict and explain attitudes toward tourists, it has been criticized for lacking theoretical sophistication. This research goes beyond social exchange theory to test a predictive model of attitudes toward tourists, incorporating the contact hypothesis and Integrated Threat Theory. It was hypothesized that positive attitudes toward tourism would be predicted by employment in industry, country of residence, and positive perceptions of tourism impacts. It was further hypothesized that more frequent and satisfying intercultural contact, lower perceptions of threat, more positive stereotypes and less intergroup anxiety would predict positive attitudes. Hierarchical regression analysis supported all hypotheses. The utility of Integrated Threat Theory in predicting attitudes is discussed, and recommendations for future research proposed.

Research highlights
► Variables were identified as being significant predictors of attitudinal outcomes.
► Use of social exchange theory to explain attitudes toward tourism was corroborated.
► Social exchange theory is not adequate on its own to explain and interpret attitudes.
► Contact hypothesis and integrated threat theory also contribute to attitudes.
► Attitudes toward tourists were more positive in Fiji than in New Zealand.